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How to write meta descriptions for products

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When it comes to SEO-prepared eCommerce strategies, crafting getting your product meta descriptions right is an absolute must – that is, for driving traffic to your site and increasing conversions. Meta descriptions are basically brief summaries of web pages that appear under the title and URL in search engine results pages (SERPs). They should aim to attract potential customers by providing a snapshot of what the page is about and enticing them to click through. Following is our guide on how to write effective meta descriptions for your products.

Understanding the Basics

What is a Meta Description?

A meta description is an HTML element giving a thumbnail summary of a webpage’s content. While it doesn’t directly affect search engine rankings, it certainly impacts the click-through rate (CTR) by influencing to a greater or lesser degree users’ decision to click through to your page.

Importance of Meta Descriptions

Meta descriptions are a form of advertisement for your webpage. They should be compelling enough to stand out among other search results so they can increase your page’s visibility and draw more organic traffic, ultimately leading to higher sales and conversions.

Key features of an effective meta description

  1. Length

The ideal length for a meta description is between 120-160 characters. Anything longer might get truncated in the search results, leading to incomplete information being displayed. Keeping it concise ensures that you get your full message across to the user without blah blah blah!.

  1. Keywords

Including relevant keywords in your meta description enables search engines to highlight these terms in the SERPs. This not only improves visibility but also reassures users that they’ve found the information they are looking for. However, avoid keyword stuffing as it can make the description appear spammy and reduce readability.

  1. Features to benefits

Highlight the benefits of your product clearly. Instead of just listing its features, explain how these features solve problems or improve a user’s life. For example, instead of saying “Stainless steel kitchen knife,” you could say “Effortlessly slice through any ingredient with our durable stainless steel kitchen knife.”

  1. Call to Action (CTA)

you can significantly improve your CTR with a strong call to action. Phrases like “Buy one,” “Learn more,” “Shop today,” or “Get yours now” prompt users to take immediate action, driving them to your product page.

  1. Uniqueness

Each page on your website should have a unique meta description. Duplicate descriptions across multiple pages confuses both search engines and users and reduces the effectiveness of your SEO. Tailor each description to reflect the specific content of the page it represents.

  1. Page Content matching

Your meta description should accurately represent the content of the page. A misleading description could well lead to higher bounce rates because users quickly leave the page if they do not find what they were expecting. This can also damage your site’s credibility and, in the longer term, user trust.

Practical Tips for Writing Meta Descriptions

  1. Understand search intent

It’s vital to understand the user’s intention when they enter their search query. For instance, if users are looking to “buy a camera,” your meta description should focus on the buying aspect, such as pricing and purchase options. If the intent is to “compare cameras,” highlight the comparison features and benefits.

  1. Highlight Unique Selling Points (USPs)

Highlight what makes your product or service unique. Whether it’s free shipping, a money-back guarantee, or exclusive features, make sure these USPs are prominent in your meta description. For example, “Get free shipping on all orders and a 30-day money-back guarantee.”

  1. Use active voice and ‘power words’

Using the active (rather than passive) voice makes your meta descriptions more engaging and direct. incorporate power words that evoke emotion and urgency, such as “exclusive,” “limited time,” “guaranteed,” and “premium.”

  1. Leverage tools and resources

Use SEO tools and plugins like Yoast SEO to help optimise your meta descriptions – they can provide feedback on length, keyword usage, and overall readability. These tools can also be useful in maintaining consistency and efficiency across your product pages.

  1. A/B testing

Use A/B testing on different versions of your meta descriptions to identify which ones perform better in terms of CTR and conversions. This strictly data-driven approach enables you to refine your meta descriptions for maximum effectiveness. This is an ongoing, iterative process, not a one-off, because market conditions change, new trends emerge, and customer behaviour evolves.

Examples of Effective Meta Descriptions

Product Page Example: a high-end blender

“Blend smoothies, soups, and sauces effortlessly with our high-power blender. Free shipping and 5-year warranty included. Buy now!”

Category Page Example: women’s shoes

“Shop the latest styles in women’s shoes. Enjoy free shipping and returns on all orders. Find your perfect pair today!”

Conclusion

Writing effective meta descriptions for products is a blend of art and science. By keeping them concise, incorporating relevant keywords, focusing on benefits, including a strong call to action, ensuring uniqueness, and aligning with the page content, you can significantly improve your site’s visibility and attract more potential customers.